OLG kicked off 2021 with an exciting new retail lottery product – INSTANT PLINKO® – a game that gives top prize winners the opportunity to live their ‘THE PRICE IS RIGHT’ dreams and experience the thrill of dropping a chip on a real PLINKO Board at the OLG Prize Centre in Toronto to win up to $500,000.
The launch of this innovative retail-only game is another example of OLG’s commitment to our valued partners in the retail channel. But the start of sales was also an opportunity for us to do more than provide standard retail commissions at a time when all businesses are feeling the impact of the pandemic. To that effect, OLG announced it would return profits from the first three months of sales (January 4 to March 31, 2021) to the retail network in appreciation of the exceptional service it continued to provide lottery customers at over 9,800 points of sale across Ontario.
OLG shared the message about returning INSTANT PLINKO® profits to retailers with our players, creating a special awareness campaign using all available channels, and the response was overwhelming. INSTANT PLINKO® was the most successful $5 INSTANT ticket launch in OLG history with sales more than triple the original estimate, meaning a greater benefit to retailers. The three-month program resulted in a return of approximately $17 million.
Retailers have been excited and appreciative of the increased revenue in their stores during these very interesting times and the OLG should be commended for ensuring a viable retail sector for your products. (This game) may be the envy of all other lottery jurisdictions in Canada.
The effect the initiative has had on Ontario retail locations been humbling. OLG has received many messages of appreciation from all over the province. One retailer reached out to say “Just wanted to express my gratitude towards OLG for helping us out with the increased margins on PLINKO. We have had an incredible success in scaling our PLINKO sales and with every sale we take the opportunity to thank our clientele for supporting local biz. OLG’s initiative with PLINKO has gone a long way in helping me out financially, the last 3 months have been great, it has helped me mitigate some of the Pandemic losses.”
Dave Bryans, Chief Executive Officer (CEO) Ontario Convenience Stores Association (OCSA) said “Retailers have been excited and appreciative of the increased revenue in their stores during these very interesting times and the OLG should be commended for ensuring a viable retail sector for your products. (This game) may be the envy of all other lottery jurisdictions in Canada.”
The lottery retail network is integral to the success of new games, driving customer awareness and sales growth, which in turn benefits OLG, the Province, and all Ontarians as lottery proceeds are returned to the Government of Ontario to support priorities like health care and education.
OLG continually looks for new ways to “give back” to Ontario and this innovative program with INSTANT PLINKO® was a direct and timely way to support business, our valued partners, and the local communities they serve.
That’s why OLG can say without question – when you play, local wins.
OLG's Corporate Social Responsibility Report serves as a measure of OLG's efforts in a number of areas of social responsibility including: Responsible Gambling and efforts to educate players and address problem gambling; earning and keeping customers' trust; supporting employees' engagement in communities; strengthening communities; and, reducing OLG’s impact on the environment. Our report has transitioned to a fully digital report that will be regularly updated to communicate key social responsibility developments as they occur. Our new report is easy to access and navigate, and it demonstrates OLG’s ongoing commitment to social responsibility.